Posted on 27/09/2023 by Vinod Velusamy

Why Businesses Should Invest in PPC

Pay-per-click (PPC) advertising is a highly effective way to reach your target audience and drive traffic to your website. Not only this, but when you invest in PPC, it allows you to monitor your spend, gives almost instantaneous results and enables powerful data collection on your customers. This is why it’s one of the most tried and trusted digital marketing strategies and for the right businesses, it has the potential to bring incredible success. 

If you’re looking for a way to reach your target audience, drive traffic to your website, and generate leads and sales, then PPC advertising is a great option.

Does PPC Offer the Best ROI For Businesses?

The short answer is yes, PPC does have some of the best return on investment (ROI) for businesses. In fact, according to Google, the average ROI across all industries for Google Ads campaigns is 200%. This means that for every £1 spent on Google Ads, businesses would expect to earn £2 in revenue.

However, it’s important to note that PPC may not always be ranked number one for the best return on investment. SEO and Email marketing are often seen as more successful here, although PPC remains as a highly efficient investment if campaigns are set up and managed successfully.

There are a few reasons why PPC can be so effective for businesses: 

  • First, PPC ads are displayed to people who are actively searching for products or services like the ones you offer.
  • Second, PPC ads are very measurable and you are able to track how many people click on your ads, how many of those clicks lead to conversions (such as sales or leads), and how much each conversion costs. 
  • Third, PPC ads can be targeted very precisely. You can choose to show your ads to people based on their location, interests, demographics, and other factors. This means that you can reach your target audience with your ads and avoid wasting money on clicks from people who are not interested in what you have to offer.

Of course, the ROI of PPC campaigns can vary depending on a number of factors, such as the keywords you target, the quality of your ads, and your bidding strategy. However, if you do it right, PPC can be a very effective way to generate leads and sales for your business.

What Are the Benefits of PPC Advertising?

Let’s expand on the benefits of running a successful PPC campaign. We know that it gets your product in front of the right people, but what are the other crucial benefits to this digital marketing solution?

Achieve Instant Results

Whilst organic traffic is still hugely important, it can take months or years to begin seeing results. SEO means playing the long game – which is understandably unappealing to smaller businesses that need traffic now. One of the major benefits of PPC is that it gives instant results and allows you to appear in front of web users almost instantly. 

Target the Right People

PPC marketing is one of the most highly targeted forms of online marketing and enables you to get your business, products and services in front of the right people. Separate users based on key demographic data such as their age, location and gender, or target users with specific interests or queries relating to your industry. Remarketing is also a hugely effective practice to target individuals who have already interacted with your business but have yet to convert.  

Effective ROI

It’s a common misconception that PPC marketing is a costly strategy that will quickly eat into your resources. Whilst it’s true that PPC is likely to cost more than organic strategies for example, when set up correctly you can achieve an impressive return on investment. This is because PPC attracts a high quality lead that is more likely to convert once they hit a landing page. You also have complete control over your budget and can determine how much you want to spend on your ads. 

Not SEO Related

PPC is without the drawbacks that are commonly found in SEO strategies. Algorithm changes for example can spell disaster for a small business and have the potential to undo years worth of progress in the SERPS. PPC isn’t generally affected by Google algorithm changes and your campaign will remain unaffected. You also don’t have to worry about ranking with a low domain – PPC puts you right at the top of the page for the search terms that are most relevant to you. 

Powerful Data Collection

Data collection is one of the fundamental benefits of running PPC ad campaigns. Data can then be used to inform your SEO strategy and streamline your business for success.

So, Should You Invest in PPC?

The benefits are great, but you need to be sure that this is the correct digital marketing tactic for you. Your resources should be spent in the areas that promise the highest levels of success and strongest return on your investment.

Does it Fit Your Audience?

PPC advertising is most effective when it’s targeted to your ideal customers. This means understanding their demographics, interests, and online behaviour. If you can target your ads to the right people, you’ll be more likely to get clicks and conversions.

It’s also important to consider that not all audiences will be receptive to PPC and your success depends on your product. For example, if your audience is 18 – 30 year old males and your product is football boots, PPC could be a great avenue. However, if you’re a business where the sales process is more high-touch, it can be difficult to get results using PPC.

Do You Have The budget?

PPC advertising has the potential to be expensive, so it’s important to make sure you have a budget that can support it. However, the most important way to avoid overspending is to have a comprehensive plan that fits within your budget. The cost of PPC advertising will vary depending on the keywords you target, the competition for those keywords, and the ad format you choose.

It’s also important to remember that you won’t always get a return when you invest in PPC advertising. If unfortunately happens – especially if you’re new to PPC – and there will be times when you spend money on ads and don’t get any clicks or conversions. The important thing here is to be aware of the situation, look at your data to determine what isn’t working, then action the relevant changes. Set realistic expectations and choose keywords that are profitable and which ones are not. Doing the same thing again will get you the same results!

Do You Have The Time?

PPC advertising can be time-consuming to manage and not all businesses have the time (or knowledge). You’ll need to create and optimise your ads, track your results, and adjust your campaigns as needed for the best results.

If you don’t have the time to manage your own PPC campaigns, you can hire a PPC agency to do it for you. An agency will be able to use their own expert knowledge to form a PPC strategy that is suited to your own personal spend. 

Invest in Your PPC Today

PPC advertising is a highly effective way to reach your target audience and drive traffic to your website. When you invest in PPC, you can choose the keywords that are most relevant to your business, target specific users, manage your spend and generate high quality leads for your site.  

Looking to learn more about PPC advertising? Download our essential guide PPC to understand what PPC is, how it can support your business, and how to set up and manage a successful campaign. 

Alternatively, if you’re looking to invest in PPC with the help of a trained expert, why not consider a fully bespoke PPC package from Loop Digital? Contact our expert team to learn more about how we can help you create a successful PPC campaign that takes your business to the next level.

Vinod is an indispensable asset to our team, serving as a highly skilled Paid Search Specialist. With an exceptional ability to analyse competitors and identify innovative strategies, Vinod continuously strives for excellence in his work. His profound passion for writing and effective client communication further strengthens his ability to deliver outstanding results. Vinod’s unwavering dedication to tackling challenges head-on in order to achieve tangible and remarkable outcomes sets him apart. Bringing with him a wealth of knowledge, Vinod embarked on his educational journey, pursuing a Master’s degree in Marketing at UOB. Although not yet completed, his extensive coursework has equipped him with a comprehensive understanding of the intricacies of marketing. Vinod’s acute understanding of client needs enables him to develop targeted campaigns that not only surpass competitors but also drive significant growth for our clients. Beyond his professional pursuits, Vinod indulges in his passion for music by playing the guitar, honing his skills, and channelling his creativity. Additionally, his love for football provides him with an outlet to foster teamwork, resilience, and a competitive spirit. Vinod’s expertise as a Paid Search Specialist, coupled with his unyielding enthusiasm and commitment to delivering exceptional results, make him an invaluable member of our team. His ability to analyse competitors, craft compelling campaigns, and foster strong client relationships propels our clients toward unprecedented success.

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